Fashion with Heart
Willow Hunter Valley blends timeless fashion with a commitment to community, raising funds and awareness along the way.
Story Olivia Goeldner
Willow Hunter Valley is a small boutique with a big heart. Nestled in Singleton, the store has grown from a local dream into a destination with an international following.
Owner Amy Parry launched Willow in 2021, driven by a passion for timeless, quality fashion and the desire to bring something fresh into her community.
Frustrated with the lack of shopping options, she decided to create her own.
“It was just creating a space for myself to shop in and create a job for myself,” Amy said.
The boutique’s name pays homage to her favourite tree from her family farm near Armidale.
Amy carefully researches the brands she stocks, prioritising ethical practices and transparent supply chains.
Sustainability sits at the heart of Willow’s philosophy.
“You buy quality now and it’s going to last you longer and cost you less in the long run,” she explained.
“Everything you buy from me you should have for years to come… some things for life.”
Willow stands out nationally for its curated seasonal lineups, often developed in collaboration with brands to create pieces exclusive to her store.
Stocking Australian-owned labels such as Alessandra, Shirty, Esperance & Co, Wyatt Wylde and eb&ive, Amy ensures her boutique is the opposite of fast fashion.
“Sustainability sits at the heart of Willow’s philosophy.”
“There are major issues with waste in the industry, and I’m trying to do the exact opposite of that,” she said.
But, Amy’s vision extends beyond fashion.
In 2023, she began supporting Georgie Porge, a candle brand created in memory of her friend’s son, George, who passed away from cystic fibrosis at 24.
All proceeds go to the Hunter Medical Research Institute, and she has raised nearly $10,000 so far.
For Amy, Willow isn’t just about style, it’s about creating meaningful impact, one piece and one story at a time.
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